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The Splogosphere

Posted by Michael Bloch in web marketing (Tuesday April 18, 2006 )

It’s been reported that the blogosphere is 60 times bigger than it was 3 years ago. A new blog is created every second and 9% of all new blogs are splogs, aka spam blogs. So, by my calculations:

60 seconds x 60 minutes x 24 hours = 86400 new blogs a day.

Therefore, around 7700 new spam blogs join the splogosphere each day.

Given the intent of spam blogs and the (evil) ingenious nature of some (read: few) sploggers; it’s no wonder they litter search engines and blog directories.

Splogs are blogs with a purpose to :

a) act as starter fuel to get new sites they link to indexed by search engines
b) boost search engine rankings of sites they link to
c) generate cash through advertising impressions or PPC (Pay per click) ads.
d) all of the above

Splogs cause headaches and frustration for just about everyone, except the splogger of course. They degrade the quality of a search engine index and create a nightmare for blog tracking services such as Technorati that need to try and filter through all the static.

According to David Sifry’s State of the Blogosphere, April 2006 (David is the Founder and CEO of Technorati), “spings” i.e. pings from spam blogs, account for 60% of the ping traffic to Technorati.

A “ping” in blogging terms is an XML-RPC signal sent to a blog directory service or search engine each time a blogger posts.

With all the cheap tools that are now available allowing for the automated posting of ads, keyword lists and other associated crud, sping activity from the splogosphere has risen to somewhat insane levels.

If you ever see ads touting “make a million dollars in your underwear by working 10 minutes a day on your blog” – yep, they are the kinds of tools I’m referring to!

What’s the value in this for the splogger, after all their sites look terrible, right? Very true. But for the splogger whose intention is revenue generation – they see it this way; someone arrives on their splog and they’ll do one of two things; either click the back button, screaming and cursing as they go; or click on the first thing they see on the splog that appears semi-useful. Usually that will be a PPC ad.


Only a relative handful of sploggers make a bundle by Western standards, but the splogging wannabes are in the thousands. These sploggers will never make much cash as single operators, just be a damned annoyance – but in countries where the equivalent of $100 US dollars a month is the average wage, you can understand why a few bucks a day can be very, very attractive.

For more interesting current facts and figures about the world of blogging and splogging, view State of the Blogosphere, April 2006.


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